Make search work for you
Posted: Sat Jan 18, 2025 10:30 am
If you’re already running SiteCatalyst and Test&Target, then adding Search&Promote really seems to be a no-brainer.
How much traffic do you get across your search pages? Go and have a look. How much of that traffic ultimately converts? Take a look (you can use participation metrics to check that one out).
Now compare that to traffic that didn’t search internally. How do they compare?
Given the volume of traffic across your search page, are there opportunities to engage them further? If you could optimise your search page and influence conversions, what would be needed before you can show a return on investment. I’ll bet it’s not much.
Optimisation Calculator
I’ve included as part of this post an Optimisation Calculator (excel spreadsheet) that can help you determine annual incremental revenue from optimisation efforts.
Optimisation Calculator
To use it, just put in your traffic, conversion and revenue turkmenistan email list 17859 contact leads amounts in the coloured cells, as well as a “what if we could it increase it by…” percentage rate.
In the example I’ve used, suppose you have 40,000 unique visitors to your internal search page. Suppose they contribute to only 77 purchases, with $36,500 revenue generated from them. That’s a search conversion rate of about 0.19%. Not too much. Some companies would think it’s not worth it. They’re not there for that reason.
Think again.
If you could lift search conversions by an incrementally small amount, say 17% overall (taking the conversion rate from 0.19% to 0.23%, then you incrementally add nearly $100,000 to your annual revenue, given the example above.
If you can achieve the same conversion rate that your site gets overall (in the example, I’ve used 2.78%) you’d incrementally add a whopping $5.8million.
Did that make you sit up and look closer?
How much traffic do you get across your search pages? Go and have a look. How much of that traffic ultimately converts? Take a look (you can use participation metrics to check that one out).
Now compare that to traffic that didn’t search internally. How do they compare?
Given the volume of traffic across your search page, are there opportunities to engage them further? If you could optimise your search page and influence conversions, what would be needed before you can show a return on investment. I’ll bet it’s not much.
Optimisation Calculator
I’ve included as part of this post an Optimisation Calculator (excel spreadsheet) that can help you determine annual incremental revenue from optimisation efforts.
Optimisation Calculator
To use it, just put in your traffic, conversion and revenue turkmenistan email list 17859 contact leads amounts in the coloured cells, as well as a “what if we could it increase it by…” percentage rate.
In the example I’ve used, suppose you have 40,000 unique visitors to your internal search page. Suppose they contribute to only 77 purchases, with $36,500 revenue generated from them. That’s a search conversion rate of about 0.19%. Not too much. Some companies would think it’s not worth it. They’re not there for that reason.
Think again.
If you could lift search conversions by an incrementally small amount, say 17% overall (taking the conversion rate from 0.19% to 0.23%, then you incrementally add nearly $100,000 to your annual revenue, given the example above.
If you can achieve the same conversion rate that your site gets overall (in the example, I’ve used 2.78%) you’d incrementally add a whopping $5.8million.
Did that make you sit up and look closer?